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Digital marketing by Innisfree,a natural positioned skincare brand of Aroma Pacific, has ended up shutting down a Chinese server last Summer, probably because of the influx of fans going into its website to watch a social movie featuring popular Korean star Lee Min Ho.
The challenges of creating a successful media strategy are always the same, according to Joe Rospars, whether it’s for a political campaign or a fashion magazine – or a beauty brand.
Joe Rospars is the co-founder and CEO of Blue State Digital. He was the chief digital strategist for President Obama's two campaigns, and his team manages Michelle Obama's Twitter and Facebook accounts. He also counts Vogue magazine among his clients.
Rospars recently advised the2013 graduates of FIT's master's program in Cosmetics and Fragrance Marketing Management on how to engage consumers online. He was enlisted to give a keynote speech during the students' graduation event, which was attended by over 700 industry members.
Since more beauty marketers have been working social media aspects into package designs, such as cues that direct a consumer to a brand’s twitter page, or labeling a package with a QR code that leads to a specially designed website, Rospar’s advice is timely – and invaluable.
So - once you have the consumer’s attention, by email, Facebook or Twitter – what do you say?
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